Nokia Company Product Marketing Plan - Assignment Example

Nokia Corporation is one of the major global producers of mobile phones, serving consumers in more than 130 countries. Nokia is separated into 4 business groups which include Mobile phones, Multimedia, Enterprise Solutions and Networks. The Nokia group, promotes wireless voice and data products in consumer and corporate markets. The Nokia solution group manufactures wireless phone for use in the corporate sector. Wireless broadcast and switching equipment is sold (Nokia, 2012).In the beginning of 1960, Nokia started to diversify in an effort to change the company into Regional Corporation with increase in interests outside Finnish borders.

Being unable to begin effective internal development, the company turned its focus into achievement. However, the local government realized to decrease two underperforming local industries which supported Nokia’s development within the country and encouraged its eventual merger with “Finnish Rubber Works”, which was founded in 1898, and “Finnish cable works”, which was formed in 1912, to form Nokia Corporation.In 1967, Nokia started a division to demonstrate design and manufacturing abilities in data processing industrial computerization and communications systems.

The division was later expanded and made into several divisions, which then concentrated on developing information system, including personal computer and workplace, digital communication system and mobile phones. Nokia’s essential focus was development of the electronics sector.. Eco-friendly Mobile. This paper shows how Nokia can develop a marketing plan by implementing their past strategies, which the company has already applied. Firstly, in this paper, it shows the brief background about the company and its existing products and also shows the company’s past strategies i.e. how Nokia achieved its brand name and goodwill in past and current market situations.

Next, it highlights the company’s situation analysis and overall study of internal and external factors through different marketing tools. For examining the situation analysis of Nokia’s market PEST analysis, competitor and consumer analysis have been applied. In internal analysis, it depicts the company’s current position in the market and the current data on brand performance of Nokia. This marketing plan also provides information of the company’s basic goals and objectives and shows after launching the Eco-friendly product, within this 12 months campaign, what can be expected regarding the fulfillment of their goals and objectives.

Then, in this paper, Nokia’s target market and customers of their eco-friendly product has been analyzed and this paper also provides a clear picture regarding how the company segments their market for their eco-friendly product using four perspectives of segmentation. The marketing mix strategy of Nokia’s eco-friendly mobile using 4P’s has been provided. Certain evaluation and control methods have been provided which shows how the company can evaluate their market performance when they would launch their new eco-friendly product.

An action plan is also provided which highlights the various elements of marketing plan through “Gantt chart” of 12 months campaign. 2 Table of Contents 3